Content Marketing for Customer Acquisition

Product pages need to describe/demonstrate the product, answer any questions the user may have and convince them to purchase. Your description should highlight what the product does, how it does it, who it's for and how to use it. The page should include a prominent explanation of product/brand USPs - what sets this product apart from others on the market and why should consumers buy from you? Using a range of visuals, ideally including videos or GIFs will help to show rather than tell the quality of the product. Incorporating positive reviews puts the benefits of the product into the words of an external party, which is highly persuasive.

The impact of successful transactional content is not just shown through the bottom-line results you see in terms of number of transactions, revenue and average order value. Its success is also trackable through the bigger-picture impact good content can have on other channels and tactics. For example, product pages that contain highly optimised content will perform better on Google Shopping, thus increasing metrics like ad impressions and driving more users through the door. Boosting the quality score of your collection pages through content improvements will lower your cost per click and help your paid search campaigns work harder. We like to closely monitor a wide range of metrics that are directly affected by customer acquisition content, to make sure that our optimisations are on the right track for success.